A Guide to Choosing the Right PPC Bidding Strategy

The competitor’s domain: It is important to remember that this strategy focuses on outperforming a single, specific competitor. Most PPC platforms will not let you enter a batch of domains you want to beat in the auctions. Position yourself against the domain that makes the most sense financially and from a branding standpoint. Target outranking share: The percentage of auctions that you aim to dominate. Mastering this part requires you to take a hard look at why you are pursuing this strategy and the target domain. Can you afford to outrank them in the vast majority of auctions? If you can afford to, should you? Run your numbers to see what share of auctions you are comfortable pursuing. Max bid limits: Much like the position bidding strategies, outranking a specific domain can become incredibly expensive quickly. Many advertisers make the mistake of underestimating a com...